Apple and Mozilla in phasing

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Simply put, Google relies too heavily on this form of tracking and cannot remove it without a reliable alternative. Still, marketers shouldn’t expect the industry to return to “business as usual.” Although Google has not completely removed third-party cookies, the industry will still significantly reduce its reliance on this form of tracking in the future. The announcement buys marketers more time to evaluate alternatives, but brands are still unsure what will replace third-party cookies in the long term.

Google announced in 2020 that it would join out third-party cookies  albania number datasetn its web browsers by 2022. Among them, Google Chrome (65%), Apple Safari (18%) and Mozilla Firefox (3%) account for 86% of the global browser market. In August 2024, a U.S. judge ruled that Google’s monopoly in the search engine market was “illegal” and Chrome’s dominance helped maintain Google’s status as the number one search destination.

Google also pays Apple and Mozilla "billions of dollars a year" to be the default search engine on their respective browsers. Apple and Mozilla have already implemented cookie restrictions, but Google has given itself more time to gradually transition. This creates uncertainty for marketers, who will need to adjust their data strategies to prepare for a future with less reliance on third-party tracking. To contextualize Google's new approach to cookies, we'll break down the following: What exactly are cookies? What happened to cookies and why? What’s next for cookies? How should marketers prepare? 10 Tips to Kickstart Your Digital Marketing Career Free Download What exactly are cookies? Cookies help businesses perform a variety of convenient functions online.